14

A ____ brand type is considered the least protectable under existing trademark regulations. a. descriptive b. fanciful c. generic d. symbolic e. suggestive

C

When Disney characters appear on apparel made by another company, this would be an example of a. brand licensing. b. brand extensions. c. dual-branding. d. co-branding. e. cooperative branding.

A

A trademark signifies a. that the owner has exclusive use of a brand and others are prohibited from using it. b. that a product was manufactured by a particular company. c. the full and legal name of an organization. d. the level of quality of a product based on its legally protected rights. e. the inventive use of a brand name or brand mark to identify a company's products.

A

Arm & Hammer would probably not want to use multiple packaging for its baking soda because a. the product is used infrequently. b. storage would be more difficult. c. shelf space could not be maximized. d. shipping costs would increase. e. the product has a short shelf life.

A

Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____. a. better price; gradually diminishing b. better price; significantly greater c. more accessible distribution; gradually diminishing d. better quality; gradually increasing e. better quality; gradually diminishing

A

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the a. Nutrition Labeling Act. b. Food and Drug Administration. c. Fair Packaging and Labeling Act. d. Nutritional Content Disclosure Act. e. Federal Trade Commission.

A

At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for a. considerably less. b. about 35 percent. c. about the same. d. up to 20 percent. e. approximately 25 percent.

A

Brands provide all of the following benefits for buyers except that they do not a. foster brand loyalty. b. help identify specific products. c. help buyers evaluate the quality of products. d. offer psychological rewards. e. reduce perceived risk of purchase.

A

The weakest level of brand loyalty is brand a. recognition. b. insistence. c. equity. d. trial. e. preference.

A

When Starbucks introduced their new instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely a. to encourage the consumer to try the product several times. b. to encourage a higher consumption of all Starbucks products. c. to sell more because of infrequent coffee purchases. d. to reduce costs in the distribution and handling of the Via products. e. to engage in environmentally responsible behavior.

A

When designing a package, which characteristic is least important? a. An association with the company's brand mark b. Cost-effectiveness c. Environmental responsiveness d. Safety e. The value it has as a promotional tool

A

A distinguishing factor between a brand name and a brand mark is that a brand name a. creates customer loyalty. b. consists of words. c. identifies only one item in the product mix. d. is registered with the U.S. Patent and Trademark Office. e. implies an organization's name.

B

A Sony laptop that has an "Intel" logo on its keyboard is an example of a. brand extension. b. brand licensing. c. co-branding. d. individual branding. e. line family branding.

C

The part of a brand that can be spoken including letters, numbers, and words is the a. brand. b. brand mark. c. brand name. d. trade name. e. trademark.

C

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as a. family branding. b. brand managing. c. line consistency. d. family packaging. e. product grouping.

D

What degree of brand loyalty is the strongest and most desired by marketers? a. Preference b. Requirement c. Awareness d. Insistence e. Recognition

D

When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding. a. brand-extension b. family c. differentiated d. individual e. new-product

D

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new product. a. family b. multiple c. tamper-resistant d. unlabeled e. transparent

A

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a. Brand Protection Act b. Lanham Act c. Trademark Infringement Act d. Trademark Law Revision Act e. U.S. Patent and Trademark Act

D

Which of the following products is an example of a manufacturer brand? a. Great Value Corn Flakes b. JC Penney jeans c. Kmart tires d. Sony TVs e. Safeway tomato sauce

D

Gain liquid laundry detergent comes in a 40-ounce plastic bottle with a pour spout. When that bottle is empty, consumers can purchase Gain in a plastic pouch designed to refill the original 40-ounce plastic bottle. The pouches use less packaging, store flat, and cost less; however, they are not for repeated usage. The use of the original Gain 40-ounce bottle is an example of a(an) a. reusable container. b. innovative package. c. second-round package. d. secondary-use package. e. dual purpose package.

A

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a. family branding. b. shared naming. c. individual branding. d. brand extension. e. single branding.

A

If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer sheets with the same scent, this would be called ____ branding. a. brand-extension b. licensed c. family d. individual e. new-product

A

In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United States, consumers might have a more difficult time recognizing the ketchup product due to the change in the _____. a. Category-consistent packaging. b. Category-specific packaging. c. Innovative packaging. d. Multiple-category packaging. e. Selective packaging.

A

Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand a. loyalty. b. recognition. c. preference. d. insistence. e. equity.

A

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is a. brand licensing. b. character exploiting. c. co-branding. d. family branding. e. trademark leasing.

A

Of the following choices, which would be the easiest brand name to legally protect? a. Tarzink Yogurt b. Learn and Grow Daycare c. Scout Camping Supplies d. Sullivan Water Filtering Systems e. Western County Distributors

A

Packages designed to appeal to children often use a. bold designs and primary colors. b. clear color and simple designs. c. black and white only. d. pastels and soft images. e. lots of writing and little color.

A

Packaging is most important, as a strategic tool, for a. consumer convenience products. b. consumer shopping products. c. industrial products. d. consumer specialty products. e. services.

A

The talking gecko used by Geico Insurance facilitates the development of a. brand associations. b. brand quality. c. product preference. d. brand loyalty. e. product equity.

A

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding. a. Co-branding b. Individual branding c. Family branding d. Product branding e. Wholesaler branding

A

Which of the following is a primary factor specific to services in choosing a brand name? a. The service brand is usually the same as the company name so it must be flexible enough to fit several services. b. The name must convey an image of great customer service because this is more important for services than for goods. c. The name should be distinctive and set the company apart from potential competitors. d. Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e. Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

A

Which of the following types of products would be the most difficult to brand? a. Oatmeal b. Soap c. DVD players d. Automobiles e. Tax preparation services

A

iPod is the ____ of the MP3 player made by Apple, Inc. a. trade name b. brand mark c. trade label d. brand e. identifier

A

A customer must have a particular brand and will accept no substitutes. This is termed brand a. preference. b. loyalty. c. insistence. d. recognition. e. requirement.

C

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a. dealer b. manufacturer c. private distributor d. store e. wholesaler

B

A co-branded product from Sony and Martha Stewart would likely fail because a. neither of these brands is very well known to consumers. b. their products are not complementary. c. they are both food products. d. this co-branding will not provide product differentiation. e. the market segment for this product is too vast

B

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called a. family extension. b. family packaging. c. overall packaging. d. package extension. e. selective packaging.

B

A secondary-use package is defined as one that a. can be used as a promotional tool. b. can be reused for purposes other than its initial use. c. facilitates transportation, storage, and handling for middlemen. d. is recyclable and environmentally safe. e. promotes an overall company image.

B

All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of a. category-consistent packaging. b. family packaging. c. multiple packaging. d. family branding. e. group labeling.

B

Besides generic names, what other types of names are very difficult to protect? a. Names created by the company b. Surnames and geographic names c. Arbitrarily chosen names not related to the product d. Arbitrarily chosen names related closely to the product e. Names that contain shapes and colors

B

Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____. a. brand mark; trade name b. brand name; trade name c. trade name; brand d. brand name; trademark e. brand mark; trademark

B

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren namethis arrangement is an example of a. brand extension. b. brand licensing. c. product continuation. d. private branding. e. individual branding.

B

Jeff went to his local supermarket to purchase cola, chips, dip, and salsa for the weekend's gathering to watch the football game. As far as the cola goes, Jeff thinks they all taste the same and buys either Coke or Pepsi, whichever is on sale. However, for the chips, he likes to buy Doritos White Corn when the store has them. While at the store, he picks up Coke and Santidas Corn chips because the store did not have the Doritos. When he gets to the salsa aisle he finds that his favorite brand, Pace's is out of stock. Rather than buy a different brand, he goes to another store to find the Paces. Jeff's brand loyalty on this shopping trip can be described as ___ for the cola, ___ for the chips, and ___ for the salsa. a. recognition; preference; loyalty b. recognition; preference; insistence c. awareness; preference; insistence d. preference; awareness; insistence e. awareness; insistence; preference

B

Kellogg's Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar coloring and styling for its package. a. generic; store b. manufacturer; private c. dealer; private distributor d. producer; house e. distributor; store

B

Private distributor, generic, and manufacturer are the three types of a. equity. b. brands. c. producers. d. packaging. e. trade names.

B

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy? a. Generic b. Individual c. Family d. Line family e. Brand extension

B

The major characteristic of a private brand is that a. only retailers initiate and own the brand. b. manufacturers are not identified on the product. c. producers become involved with the marketing mix. d. producers price the product. e. wholesalers encourage producers to make the product available.

B

The most important function of packaging is a. offering convenience to customers. b. protecting the product and maintaining its functionality. c. covering the product. d. communicating information to the customer. e. attracting the attention of the customer.

B

The most recent act passed by Congress that addresses the protection of trademarks is the a. Lanham Act. b. Trademark Law Revision Act. c. Counterfeit Protection Act. d. U.S. Patent and Trademark Act. e. Fair Trademark and Brand Name Usage Act.

B

The overall challenge for marketers when developing packaging is to a. make it as attractive as possible to the target market of the product. b. create effective, convenient packaging that appeals to customers and keeps costs low. c. find ways to reduce costs as much as possible for packaging without letting safety suffer. d. always be more innovative than the competitors in order to make a product stand out. e. ensure that product damage is minimized during distribution.

B

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging. a. category-consistent b. innovative c. traditional d. green e. convenience

B

Which of the following statements about labeling is false? a. The label can be used to facilitate the identification of a product. b. Labels do not have to disclose nutritional information. c. The label indicates the quality of the product. d. Labeling is used to describe the product. e. The label can play a promotional function.

B

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of a. streamline packaging. b. generic branding. c. store branding. d. individual branding. e. category-consistent packaging.

B

A major advantage of using individual branding is that a. the promotion of one of the company's brands will also promote the company's other brands. b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c. a poor quality product will not contaminate all of the company's other products with negative images. d. a specific brand name for each product will help the company grow during times of economic recession. e. the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

C

A product that is simply labeled with the product category is considered a a. private brand. b. no-name product. c. generic brand. d. poor quality item. e. lean manufacturer brand.

C

Brand licensing agreements can fail for many reasons but usually not because of a. poor timing in the marketplace. b. a lack of manufacturing control of the licensed product. c. a strong match between the product and the licensed brand. d. using the wrong types of distribution channels to market the product. e. licensing the brand to too many unrelated products.

C

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use a. family branding. b. innovative packaging. c. category-consistent packaging. d. category labeling. e. product category packaging.

C

Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter a. indicate that consumers regularly use the information. b. have been conducted only by the federal government. c. have shown mixed results about the use of this information. d. prove that labels are necessary only for promotional reasons. e. indicate that consumers do not use the information.

C

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called a. co-branding. b. brand extension. c. brand licensing. d. trademark licensing. e. cooperative branding.

C

In marketing, family packaging means a. packaging products in a quantity suitable for use for an average-sized family. b. putting a set of related products all in the same package. c. making all of a company's or product line's packaging look similar. d. putting the same brand name on all a company's products. e. designing and selling only products that are related.

C

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation. a. brand mark b. brand identification c. brand name d. trademark e. trade name

C

Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a. private branding. b. product brand marks. c. family branding. d. individual branding. e. wholesaler branding.

C

Multiple packaging is a. likely to decrease serving size. b. the same as family packaging. c. likely to increase demand. d. the most effective type of packaging for decreasing demand. e. the most expensive type of packaging.

C

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ brand. a. generic b. manufacturer c. private distributor d. distribution e. reseller

C

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand? a. Green Giant corn b. Dell computers c. Sears Kenmore washers d. Little Debbie snack cakes e. Nike Air Jordan basketball shoes

C

Riley prefers to buy Pantene Shampoo for Colored Hair, however, if that is not in stock, she will buy L'Oreal or Garnier Fructis. Riley's level of brand loyalty can be described as ___. a. recognition. b. acceptance. c. preference. d. insistence. e. acknowledgement.

C

The Fair Packaging and Labeling Act focuses on the voluntary adoption of packaging standards by firms within industries. It also provides enforcement power to the Federal Trade Commission and the Food and Drug Administration, and establishes a. specific package colors for selected product categories. b. package design approval procedures. c. mandatory labeling requirements. d. designated package sizes for certain product categories. e. packaging regulations from the Consumer Product Safety Commission.

C

The brand name Hamburger Helper would most likely be considered a. arbitrary. b. generic. c. suggestive. d. descriptive. e. fanciful.

C

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used? a. To provide product use information. b. To encourage multiple purchases. c. To promote the product. d. To satisfy legal requirements. e. To encourage the proper consumption patterns of the product.

C

The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a flower-pot liner. The customer just puts the box inside the flower pot, fills it with potting soil, and then adds water. The Miracle-Gro chemical is activated by the water and begins feeding the plant. This would be an example of ____ packaging. a. multiple b. secondary-use c. innovative d. category-consistent e. handling-improved

C

The series of thick and thin lines that electronically identify many products is called a(n) a. stock keeping unit. b. brand name identifier. c. universal product code. d. price bar. e. inventory control symbol.

C

The three levels of brand loyalty from strongest to weakest are a. preference, insistence, recognition. b. insistence, recognition, preference. c. insistence, preference, recognition. d. recognition, preference, insistence. e. insistence, preference, indifference.

C

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a. fanciful. b. generic. c. descriptive. d. suggestive. e. arbitrary.

C

To use co-branding effectively, which one of the following is probably least important? a. The brands involved should represent a complementary fit in a customer's mind. b. The brands that are teamed together should not lose their individual identities. c. The brands involved should be owned by two or more organizations. d. To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e. The co-branded product should be able to benefit from the distribution system of both brands involved.

C

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding. a. brand-extension b. individual c. family d. selective e. licensed

C

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging. a. secondary-use b. multiple c. innovative d. category-consistent e. "green"

C

When ____ branding is used, each of a firm's products is branded with at least part of the same name. a. individual b. trademark c. family d. selective e. brand-extension

C

Which of the following issues is least important in using co-branding effectively? a. The brands involved should represent a complementary fit in a customer's mind. b. The brands that are teamed together should not lose their individual identities. c. The brands involved should be owned by different companies. d. Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e. Co-branding should take advantage of the distribution capabilities of the brands involved.

C

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand. a. manufacturer's b. private distributor's c. no-name d. generic e. no-frills

D

All packaging must at a minimum a. protect and preserve the contents in the package. b. clearly communicate the contents and the product's benefits. c. be tamper-proof and safe for children. d. comply with the FDA's packaging regulations. e. be made out of the most cost-effective materials available.

D

Another common name for a private distributor brand is a ____ brand. a. home b. manufacturer c. generic d. store e. label

D

Craftsman tools, sold and branded by Sears, is an example of a ____ brand. a. manufacturer b. generic c. wholesaler d. private distributor e. regional

D

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ . a. Brand extension b. Brand licensing c. Family branding d. Co-branding e. Cohort branding

D

Elements that help create brand equity include all of the following except brand a. quality. b. associations. c. loyalty. d. recognition. e. awareness.

D

Garments must be labeled with the country of manufacture, fabric content, and a. clothing style. b. size. c. inspection code. d. care instructions. e. universal product code.

D

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's a. licensing. b. labeling. c. promotion. d. packaging. e. direct media.

D

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging. a. Red b. Yellow c. Orange d. Green e. Clear

D

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason? a. Marketing b. Branding c. Strategy d. Informational e. Packaging

D

McDonald's golden arches are a classic example of a a. brand. b. brand symbol. c. brand name. d. brand mark. e. trademark.

D

Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego. a. insistence; recognition b. insistence; preference c. loyalty; preference d. preference; recognition e. preference; loyalty

D

Of the different types of brands, the one that has experienced the steadiest growth is a. manufacturer. b. producer. c. generic. d. private distributor. e. imitator.

D

Packaging that is designed to flow through the distribution channel easily is called ____ packaging. a. category-consistent b. multiple c. innovative d. handling-improved e. logistic

D

Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant? a. Recognition b. Resistance c. Preference d. Insistence e. No brand loyalty

D

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill? a. Compatibility with other products in the line b. Flexibility to be used in various types of media c. Using fabricated names that cannot be duplicated d. Indicating the product's major benefits e. Keeping the brand name easy to remember

D

The amount of annual losses companies suffer from counterfeit products is estimated to be a. $500$800 million. b. $3$5 billion. c. $30$50 billion. d. $250$350 billion. e. $600$800 billion.

D

The package design of a bag of flour would most likely be criticized for being a. unsafe to the environment. b. unsafe to the user. c. deceptive. d. functionally deficient. e. well suited for multiple-unit packaging.

D

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because a. its shape is ideal for multiple-unit packaging. b. glass cleaner works on chrome as well as glass. c. the spray nozzle has an adjustable valve. d. customers can reuse it for other purposes. e. it has a shape similar to other glass cleaner bottles.

D

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a. loyalty. b. value. c. share. d. equity. e. association.

D

Which of the following should be the least important concern for marketers when selecting a brand name? a. Choosing a name that is easy to say and recall b. Positively suggesting the product's major benefits c. Designing a name that can be used in all different types of media d. Developing an advertising campaign to introduce the name e. Checking to see if the name is already trademarked by another company

D

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand. a. inept set b. loyalty set c. preference group d. brand group e. consideration set

E

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is a. more challenging strategically. b. less time consuming. c. less risky. d. less expensive. e. less expensive and less risky.

E

In a brand licensing arrangement, the licensee is responsible for a. providing the brand name to another organization for use in promoting products. b. collecting the royalties from sales of the licensed products. c. half of the financial losses in the event that the licensed brand is a failure. d. the production, but not the marketing of the licensed product. e. the manufacturing, marketing, and financing of the licensed product.

E

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging. a. protection b. reusability c. cost effectiveness d. safety e. convenience

E

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this? a. Mrs. Butterworths b. Charmin c. Bic d. Crispix e. Kleenex

E

Many manufacturers that produce their own brand a. also produce generic versions of their products. b. sell only to outlets bearing their brand name. c. receive most of their profits from service work. d. use low prices to build their perceived brand quality. e. also produce products for private distributor brands.

E

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging. a. secondary-use b. multiple c. category-consistent d. innovative e. handling-improved

E

Private distributor brands are owned by a. manufacturers only. b. manufacturers and retailers. c. wholesalers only. d. manufacturers and wholesalers. e. wholesalers or retailers.

E

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a. two b. thirty c. eighteen d. five e. ten

E

The full and legal name of an organization is called the a. trademark. b. legal title. c. organizational name. d. brand name. e. trade name.

E

Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following? a. Arbitrary b. Descriptive c. Fanciful d. Generic e. Symbolic

E

Twin-packs and six-packs are examples of a. family packaging. b. group packaging. c. package bundling. d. family branding. e. multiple packaging.

E

What is the most protectable brand type as determined by a series of court decisions? a. Generic b. Suggestive c. Descriptive d. Arbitrary e. Fanciful

E

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a. loyalty. b. insistence. c. preference. d. acknowledgement. e. recognition.

E

When a product tries to capitalize on the brand equity of two separate brands, marketers are using a. licensing. b. dual-branding. c. partnerships. d. brand extension. e. co-branding.

E

Which one of the following is not a benefit of multiple packaging? a. Facilitates special price offers b. Increases demand c. Increases consumer acceptance of the product d. Makes handling or storage easier e. Conveys an overall image of the firm

E